Contents

1. Executive summary

1.1 To
'Improve Scotland's Reputation' is one of 55 indicators in the Scottish Government's
National Performance Framework.
[1] National Indicators enable the Scottish Government to track
progress towards the achievement of National Outcomes and the
overall Purpose, to create a more successful country, with
opportunities for all of Scotland to flourish.
[2] Since 2008, the Scottish Government has used the Anholt-GfK
Roper Nation Brands Index
SM (
NBISM)
[3] to assess and monitor how Scotland's reputation is perceived
around the world.

1.2 The
NBISM examines the image of 50 countries by looking at a
country's reputation along
six dimensions of national competence: Exports, Governance, Culture, People, Tourism, and
Investment and Immigration. These together provide an overall
indication of a country's reputation.

1.3 The data provide snapshots in time. Over a number of years,
they can track Scotland's reputation in the long-term. Data can
also be used to compare Scotland's reputation with that of other
countries, and to monitor how Scotland sees itself. However, data
cannot be used to evaluate the performance of specific Scottish
Government directorates, agencies or policies.

1.4 Scotland's
overall 2016 score of 62.2 per cent and rank of 15
th on the
NBISM show that Scotland continues to have a strong
reputation abroad. The score and rank place Scotland alongside and
sometimes ahead of other comparator small, high income Western
countries. Scotland's relative rank has improved by two places
since 2014. In terms of absolute score, Scotland's reputation has
improved from 61.8 per cent in 2014, an overall change of 0.4
percentage points. This is the highest score Scotland has received
since the baseline study of 2008.

1.5 Scotland has a strong and balanced image, rated in the Top
20 on five of its six dimensions. Between 2014 and 2016, Scotland's
reputation improved the most in China, India, Mexico and the United
Kingdom. Perceptions of Scotland are generally highest amongst
Commonwealth and English speaking countries.

1.6 Scotland's strongest dimensions in 2016 were Governance and
Tourism, both of which ranked Scotland 12
th in the world. Scotland's weakest dimensions were
Immigration-Investment (17
th) and Exports (21
st).

1.7 Scotland is viewed as a world leader (ranked in the Top 10)
for its efforts in International Peace and Security as well as its
efforts towards environmental protection. It ranked 12
th in relation to its fair treatment of its citizens,
and its reputation of having an honest and competent
government.

1.8 Scotland's reputation with the United Kingdom improved in
2016. In 2014 the United Kingdom ranked Scotland 6
th in the world, while in 2016 the United Kingdom ranked
Scotland 3
rd. The United Kingdom also ranked Scotland equally or
higher on four of the six dimensions (Governance, Culture, People
and Tourism) than Scotland ranked itself.

1.9 At the start of the
NBISM survey, participants are asked to rate how well they
know and how favourable they are towards each country. Familiarity
with Scotland has declined from 2014, most noticeably in developed
countries (Australia, Germany, Canada, the United States).
Favourability towards Scotland rose slightly overall between 2014
and 2016. However, favourability in how Scotland perceived itself
dropped from 6.4 (on a 7 point scale) in 2014 to 5.5 in 2016.
Notably, favourability towards Scotland rose in the United Kingdom
from 5.3 in 2014 to 5.5 in 2016, indicating the same level of
favourability towards Scotland as Scotland expressed towards
itself.

1.10 In the 2010, 2012, 2014 and 2016
NBISM studies, Scotland was included as a core panel
country and a rated country, and thus Scotland rated itself in each
of these years. Scotland scored and ranked itself lower in 2016
than it did in previous years. In 2014, Scotland ranked itself 1
st and gave itself a score of 75.7 per cent, while in
2016 Scotland ranked itself 3
rd behind Canada and the United Kingdom and gave itself
a score of 67.8 per cent.

1.11 Overall, older individuals tended to have a more positive
image of Scotland than younger individuals, with those 45 years and
older having the most positive image of Scotland across all six
dimensions. The more exposure people had had to Scotland (through
visits or contact with websites) the more likely they were to be
favourable towards Scotland, and to score Scotland higher on all
the dimensions. Business/executives scored Scotland higher than
those in other occupations.

1.12 While Scotland's score has increased between 2014 and 2016,
the change of 0.4 is below the 1.0 percentage point threshold for
Scotland's National Indicator 5, indicating that Scotland's
reputation is 'maintaining' internationally.